Creating and fulfilling dynamic advertisement replacement inventory

ABSTRACT

A processing device can execute instructions to query a database to determine a top-ranked avail for a target audience, to generate a target avail, determine the target avail is not within a sell CPM price for the target audience, and determine that demand for the target avail as addressable television (ATV) impressions is beyond a predetermined threshold sufficient to discount the CPM price of the target avail for the target audience. The ATV impressions can be derived from directly addressable replacement ads. The processing device can further determine that the target avail is within the sell CPM price for the target audience with a determined discount and discount the sell CPM price for the target avail by the determined discount that decreases a margin for an ad campaign when filling the target avail with a broadcast ad. Also, ATV sell CPM price can be adjusted according to programmable TV campaign performance.

CROSS-REFERENCE TO RELATED APPLICATION

This application claims the benefit of U.S. Provisional Application No.62/216,216, filed Sep. 9, 2015, the entire disclosure of which isincorporated herein by this reference.

BACKGROUND

Media consumption devices, such as smart televisions (TVs), can accessbroadcast digital content and receive data, such as streaming media,from data networks (such as the Internet). Streaming media refers to aservice in which media content such as movies or news can be provided toan end user over a telephone line, cable, Internet, and so forth uponrequest. For example, a user can view a movie without having to leave aresidence of the user. Also, users can access various types ofeducational content, such as video lectures, without having tophysically attend at a school or educational institution.

As the number of media consumption devices continues to increase, videocontent generation and delivery can similarly increase. With an increasein use of media consuming devices (such as smartphones, tablets, andsmart televisions) to access streaming media, content or networkproviders (such as local broadcasters, multi-channel networks, and othercontent owners/distributors) can distribute contextually-relevantmaterial to viewers that are consuming streaming media (e.g., mediaprograms). For example, local broadcasters can includecontextually-relevant advertisements and interactive content withstreaming media.

BRIEF DESCRIPTION OF THE DRAWINGS

The disclosure will be understood more fully from the detaileddescription given below and from the accompanying drawings of variousembodiments of the disclosure. The drawings, however, should not betaken to limit the disclosure to the specific embodiments, but are forexplanation and understanding only.

FIG. 1 illustrates a system for the creation, sale, purchase,fulfillment and reconciliation of dynamic advertisement (ad) replacementinventory according to one embodiment of the present disclosure.

FIGS. 2A and 2B illustrate a sequence diagram that outlines systems andmethods described herein according to one embodiment of the presentdisclosure.

FIG. 3 illustrates a system for the creation, sale, purchase,fulfillment and reconciliation of dynamic ad replacement inventoryaccording to another embodiment of the present disclosure.

FIG. 4 is a flowchart of a method of dynamic ad replacement according toan embodiment of the present disclosure.

FIG. 5 is a flowchart of a method of dynamic ad replacement according toanother embodiment of the present disclosure.

FIG. 6 is a flowchart of a method of yield optimization to improveprogrammatic TV (PTV) campaign performance by dynamically adjusting forhow much to sell PTV inventory according to one embodiment of thepresent disclosure.

FIG. 7 is a flowchart of a method of yield optimization to improveoverall campaign performance by adjusting ATV sell CPM price accordingto PTV campaign performance.

FIG. 8A is a flowchart of a method of yield optimization to improveoverall campaign performance by adjusting a minimum sell CPM price for aPTV (or broadcast) ad when not replacing the PTV ad with a replacementad at no minimum CPM price.

FIG. 8B is a flowchart of a method of yield optimization toautomatically adjust a purchase CPM price to get clearance for a PTV adcampaign from a spot seller, according to one embodiment of the presentdisclosure.

FIG. 9 illustrates a diagrammatic representation of a machine in theexample form of a computer system within which a set of instructions,for causing the machine to perform any one or more of the methodologiesdiscussed herein, can be executed.

DESCRIPTION OF EMBODIMENTS

Digital advertising (predominantly web and mobile) is typically madeavailable by publishers via supply side platforms (SSPs) or ad networks.These publishes provide digital ad inventory stored on computers such asservers (e.g., web servers and other publishing platforms) that includecomputer storage for storing digital documents, to include web pages andcomputer or device applications and the like. This digital ad inventory(or available ad spots or slots) is sometimes reserved or contracted fordirectly and based on a number of impressions (or views) advertisersseeks for their ad campaigns. More recently, however, it has becomecommon practice for SSPs and ad networks to make this inventoryavailable through server storage of digital ad exchanges. Advertisers,such as via an ad agency, can then connect through a demand sideplatform (DSP) to set up advertising campaigns that use one or more adexchanges to find available inventory to be filled with the advertiser'sad.

The ad exchanges may perform the buying and selling of digital adinventory in real-time. For example, when a consumer uses a laptop todisplay a web page that contains space for an ad or a video pre-roll ad,the code on the web page contacts the ad exchange, which then starts anauction for that ad space by evaluating the campaigns that have been setup to determine the highest bidder, which can be based on the targetaudience for the campaign. When the auction has been won, the winning adis then served (or delivered) to the web page containing the ad space.It is also possible for computing systems of DSPs and SSPs tocommunicate directly and to negotiate the selling and buying of digitalad inventory without the assistance of an ad exchange, which usually hasa target number of impressions as part of any resultant agreement.

Broadcasters can be any operator responsible for the distribution ofmedia and spots within a video stream to TVs and other client devicescapable of streaming video. A broadcast can be considered the videostream through which media is distributed, including ad spots, which aremore commonly referred to as ad availability spot or “avail,” e.g., atime period for insertion of a media segment. When an avail is alreadyfilled with a media segment, it will be referred to as an ad spotherein. Spot sellers can be any number of organizations that have theresponsibility of selling TV spot inventory (e.g., broadcasters,platform operators, cable networks, or media representative firms). Asmart TV, for ease of explanation, can be any device capable ofreceiving broadcast TV that is connected to the Internet and capable ofdetermining the content being viewed.

Broadcast TV advertising has traditionally been bought and sold througha mostly manual process, with deals being done between advertisers andbroadcasters via third party agencies. More recently, the use of DSPsand programmatic TV (PTV) platforms or systems have become available,where advertisers or agencies can buy broadcast TV ad inventoryprogrammatically, often with the involvement of other third partycompanies and platforms that manage and expose the inventory availablefrom broadcasters and allow that inventory to be purchased.

To date, these two worlds have largely existed completely separate.However, with the desire for the broadcast TV advertising industry tobecome more targeted, there is a growing demand for dynamic adreplacement (DAR), where in the case described herein, the end userdevice (such as a smart TV, for example) can replace a broadcast TV adwith a more suitable ad targeted at the user by streaming thatreplacement ad over the Internet, thereby improving the performance ofthe advertiser's campaign and providing a better experience for the userby showing products in which the user is more likely to be interested.

Disclosed is a system and methods of bringing together digitaladvertising and broadcast TV advertising to create, and offer for sale,TV DAR inventory that can be targeted in real time, and to allow this TVDAR inventory to be purchased programmatically through the disclosedcomputer systems. Furthermore, the disclosed system and methods automatethe reconciliation of payments for bought and sold broadcast TV adinventory with TV DAR inventory.

In one embodiment, for example, a system can include a processing deviceand a computer-readable storage medium storing instructions,advertisement avails, cost-per-mille (CPM) pricing for the avails anddata related to a target audience. The processing device can executesthe instructions to query a database of the computer-readable storagemedium for a top-ranked avail for the target audience, to generate atarget avail. The processing device can further determine that thetarget avail is not within a sell CPM price for the target audience anddetermine that demand for the target avail as addressable television(ATV) impressions is beyond a predetermined threshold that is sufficientto discount the CPM price of the target avail for the target audience,where the ATV impressions are derived from directly addressablereplacement ads. The processing device can further determine that thetarget avail is within the sell CPM price for the target audience with adetermined discount and discount the sell CPM price for the target availby the determined discount that decreases a margin for an ad campaignwhen filling the target avail with a broadcast ad.

In a related embodiment, the processing device can, after determine thatthe target avail is within a sell CPM price for the target audience,query a database of the computer-readable storage medium to determine apotential number of addressable television (ATV) impressions for thetarget avail. The processing device can then determine that demand forthe target avail as ATV impressions is less than a predeterminedthreshold that is sufficient to discount the CPM price of the targetavail for the target audience and sell the target avail at an originalCPM price responsive to determining that the demand for the target availas ATV impressions is less than the predetermined threshold.

In another embodiment, a system can include a computer-readable storagemedium storing instructions, advertisement (ad) spots, cost-per-mille(CPM) pricing for the ad spots and data related to a target audience forthe ad spots. An addressable television (ATV) engine can be operativelycoupled to the computer-readable storage medium and to execute theinstructions to receive a request from a smart TV for a replacement adfor an ad spot and determine whether a broadcast ad is on target for thead spot. Responsive to determining that the broadcast ad is on targetfor the ad spot, the ATV engine can further query a database of thecomputer-readable storage medium to determine a performance level of thebroadcast ad for an ad campaign. The ATV engine can further, responsiveto determining that the broadcast ad is underperforming with relation toa target performance for the ad campaign, increase a sell CPM price ofaddressable TV (ATV) impressions for the ad spot by a percentage bywhich the broadcast ad is under-performing. The ATV engine can furtherrequest the replacement ad from a partnered demand side platform (DSP)computing system that is on target for the ad spot and deliver thereplacement ad to the smart TV to be delivered to the ad spot.

In a related embodiment, the ATV engine may instead, responsive todetermining that the first broadcast ad is not on target for the adspot, determine whether a second broadcast ad is on target for the adspot and that is underperforming for the target audience of an adcampaign. The ATV engine may further, responsive to determining that thesecond broadcast ad is on target and is overperforming or on track forthe target audience of the ad campaign, request a replacement ad from apartnered demand side platform (DSP) computing system with no minimumsell CPM price that is on target for the ad spot, and deliver thereplacement ad to the smart TV to be delivered to the ad spot.Additional and different embodiments of creating and fulfilling DARinventory will be described in more detail below.

The diagram in FIG. 1 illustrates an automated system 100 for thecreation, sale, purchase, fulfillment and reconciliation of dynamic adreplacement inventory. The system 100 includes a dynamic ad replacement(DAR) manager 102 that coordinates the sale, purchase, fulfillment andreconciliation aspects through interacting computing systems. The DARmanager 102 includes a programmatic TV (PTV) system 110, a data storagesystem 112 and an addressable TV (ATV) system 118. The system 100 canfurther include a broadcaster 104, a first brand owner 106, a demandside platform (DSP) computing system 108, an audience database 113, aviewing database 111, a second brand owner 114, another DSP computingsystem 116, and a smart TV 120 to which the broadcaster and the DARmanager deliver ads to fill ad inventory.

In particular, the broadcaster 104 (e.g., spot seller) owns broadcast TVavails (e.g., inventory) that the broadcaster wants to sell and fillwith ads. The first brand owner 106 wants to purchase broadcast TVavails as part of an advertising campaign, and can do so through the DSPcomputing system 108, which can perform the negotiating and contractformation between the PTV system 110 and brand owners. The broadcaster104 can further use the PTV system 110 to make broadcast TV availsavailable for purchase. The DSP computing system 108 can use the PTVsystem 110 to purchase the broadcast TV inventory on behalf of the firstbrand owner 106.

The PTV system 110 can use the data storage system 112 to make availablesome of the broadcast TV ad inventory for dynamic ad replacement bycombining audience data and viewing data to make appropriate adtargeting decisions for the ATV system 118.

The second brand owner 114 wants to purchase DAR inventory and can do sothrough another DSP computing system 116, which can perform thenegotiation and contract formation on behalf of the second brand owner.The ATV system 118 can identify and present for sale dynamic adreplacement inventory that, based on information obtained from the datastorage system 112, targets ad spots on a particular smart TV beingviewed by a particular consumer. The consumer watches video streamed tothe smart TV 120 that can include broadcast TV ads delivered by thebroadcaster 104 as part of the regular broadcast signal in some casesand dynamically replaced ads delivered by the addressable TV system 118streamed over the Internet in other cases.

FIGS. 2A and 2B illustrate a sequence diagram that outlines a system,such as the system 100 of FIG. 1, and DAR-related methods describedherein according to one embodiment. A spot seller 204 can includebroadcasters, platform operators, cable networks, or mediarepresentative firms and has TV broadcast avails (e.g., inventory) tosell to advertisers that want to fill the TV broadcast avails withbroadcast ads. The spot seller 204 provides a schedule of availablebroadcast ad inventory and a rate card outlining the cost of theavailable inventory to the PTV system 110 (206).

The first brand owner 106 can run a TV advertising campaign thatincludes broadcast TV advertising. The first brand owner can create theadvertising campaign with the DSP computing system 108, which willmanage the campaign on behalf of the first brand owner (208). The DSPcomputing system 108 can communicate the campaign objectives, includingthe available budget, the target audience and the desired number ofimpressions, to the PTV system 110 (210).

The data storage system 112 contains historical data about previousbroadcast TV ad campaigns, previous dynamic ad replacement campaigns,viewer profiles and viewing patterns of those viewer profiles. The PTVsystem 110 can query the data storage system 112 for the broadcast TVnetworks and day parts (or specific times of day) that are most suitablefor the campaign objectives provided by the first brand owner and thepredicted DAR impressions that could be generated from those networksand day parts (212). The data storage system 112 can then send thenetworks and day parts information to the PTV system 110 (214) as wellas a number of predicted DAR impressions for the particular inventoryduring those day parts on those networks (216).

The PTV system 110 analyzes the data received from the data storagesystem 112 to determine the most effective media plan that meets thecampaign objectives of the first brand owner 106, which consists of thebroadcast TV avails that are most suitable for the campaign and the costper mille (CPM) (e.g., cost per thousand impressions or views), takinginto account the available budget, the target audience and the desirednumber of impressions. The PTV system 110 can decide to discount the CPMfor the buyer if the demand is significant enough from the ATV system118 as will be discussed in more detail with reference to FIGS. 6, 7, 8Aand 8B. The PTV system 110 and ATV system 118 can work together toreduce the effective CPM (eCPM) the first brand owner pays, where theeCPM is the cost for one thousand (1,000) ad impressions after removingthe waste impressions that did not hit the target audience delineatedwithin the ad campaign. For example, when an ad campaign costs $10,000for 1,000,000 impressions, then the CPM would be $10.00. If, assuming20% of those impressions are wasted on non-targeted audience, then thecampaign has a cost of $10,000 for 800,000 effective impressions and theeCPM becomes $12.50.

The PTV system 110 returns the media plan with the eCPM to the DSPcomputing system 108 (218). When the media plan and eCPM are acceptableto the first brand owner, then the DSP computing system 108 is used toexecute the order of the impressions in the PTV system 110 (220).

The PTV system 110, in turn and to fulfill the first brand owner'sorder, places spot buys with the spot seller 204 to secure the broadcastTV avails (222). The purchase includes the avails presented on the mediaplan plus a “top up” of additional impressions for the ATV system 118(224). The PTV system 110 can determine the top up from informationqueried from the data storage system 112 in order to understand the ATVdemand and the margins available through the PTV system spot buys. Thead copy can be distributed to the spot seller 204 by normal industrymethods.

The second brand owner 114 wants to run a digital video advertisingcampaign that includes dynamic ad replacement (DAR). To do so, thesecond brand owner 114 can create an advertising campaign with the DSPcomputing system 116 that includes the available budget, the targetaudience and the desired number of impressions (226). At some latertime, the broadcaster 104 (fronted by the spot seller 204) broadcaststhe ad copy of the first brand owner in an avail that was purchased aspart of the spot buy made by the PTV system 110 (228).

The smart TV 120 can use automatic content recognition (ACR) technologyto identify that the ad copy of the first brand owner 106 is about to bedisplayed as part of the TV feed. Automatic content recognition can bebased on fingerprinting, watermarking or other technology that enablesthe smart TV 120 to identify the content that is being viewed on the TVdisplay. For example, fingerprinting technology processes individualvideo frames of the original content or the audio stream of the originalcontent to produce a sequence of fingerprints. An ACR client, with thehelp of an ACR headend (FIG. 3) can then match the fingerprints againsta similar sequence of fingerprints produced by the smart TV 120 todetermine whether there is a match. Given a match, the ACR client canidentify the content, e.g., as a program being streamed to a particularchannel. As another example, watermarking technology inserts a codesequence into the individual video frames of the original content or theaudio stream of the original content that is undetectable by human eyeor ear. The smart TV 120 can extract the inserted code sequence toidentify the content.

By understanding what TV feed or program the smart TV 120 is displaying,and utilizing a time lag between the original broadcast content and thesame content being received and displayed by the smart TV 120, the ACRclient can give advance notification that the ad copy of the first brandowner 106 is about to be displayed. As will be explained in more detail,the ATV system 118 can also send targeting criteria to the smart TV 120to put the DAR ad on target when the broadcast ad is off target withregards to the smart TV user. The smart TV 120 can use the targetingcriteria to create an ad request that the smart TV 120 can communicateto the ATV system 118 or to a third party supply side platform (230) totake part in an auction that ultimately fills the ad spot with a DAR ad.

The ATV system 118 can then query the data storage system 112 todetermine the PTV performance of the underlying spot campaign (232). Ifthe PTV spot is under performing, certain yield optimizations can beexecuted to improve performance (see FIGS. 7, 8A and 8B), which can besent back to the ATV system 118 (234). The ATV system 118 can also querythe data storage system 112 for a viewer profile of the user(s) of thesmart TV (236). In response, the data storage system 112 can return thetargeting profile of the smart TV user to the ATV system 118 (238).

When the broadcast TV ad is to be replaced, then the ATV system 118offers the dynamic ad replacement impression along with the user'stargeting profile for sale to the DSP computing system 116 through whichthe second brand owner 114 sets up a digital video advertising campaignthat includes dynamic ad replacement (DAR) (240).

The DSP computing system 116 can use the provided viewer targetingprofile to determine whether the offered dynamic ad replacementimpression is on target and is valuable enough to bid on, in which case,the DSP computing system 116 submits a bid for the offered dynamic adreplacement impression to the ATV system (242). If the bid submitted bythe DSP computing system 116 is the highest bid, then the ATV system 118accepts the bid from the DSP computing system 116 (244). The DSPcomputing system 116 can then send, to the ATV system 118, a referenceto the ad copy that is to be used to replace the broadcast TV ad (246).

The ATV system 118 can respond to the replacement ad request from thesmart TV 120 with the replacement ad from the second brand owner 114(248). The smart TV can then play the replacement ad instead of showingthe broadcast TV ad. After the smart TV 120 has played the replacementad copy for two (2) seconds or some other predetermined amount of time,the smart TV 120 reports one or more replacement ad (DAR) impression tothe ATV system 118, e.g., 0%, 25%, 50%, 75% or 100% according to oneembodiment (250).

The ATV system 118 reports the same DAR impression to the DSP computingsystem 116, which is the DSP through which the second brand owner 114has participated in an auction for the ad spot (250′). The DSP computingsystem 116 deducts the payment for the DAR impression from the budget ofthe campaign that was set up by the second brand owner and makes orregisters this payment with the ATV system 118 (252). The ATV system 118can then register the DAR impression with the data storage system 112,providing details of both the first brand owner as the originaladvertiser and the second brand owner as the replacement advertiser(253).

At a time after the TV ad campaign set up by the first brand owner 106has completed (all purchased broadcast TV ad spots have been aired), thespot seller 204 or distributing partner submits a report to the PTVsystem 110 that details the ad spots in which the TV ad from the firstbrand owner 106 was broadcast as well as the audience impressions forthose ad spots (254). Alternatively, the PTV system 110 can beintegrated with the platforms of the spot seller or distributingpartner, or with third party platforms, that can provide data on theperformance of the ad spots in which the TV ad from the first brandowner 106 was broadcast, including the audience impressions for those adspots.

The PTV system 110 can query the data storage system 112 for details ofthe DAR impressions in which the broadcast TV ad that was replaced, ascorresponding to the campaign of the first brand owner (256). Inresponse to the query, the data storage system 112 can send detailsabout the DAR impressions to the PTV system 110 (258).

The PTV system 110 creates a reconciled campaign report by removing thenumber of audience impressions that correspond to the DAR impressionsgenerated for each TV ad spot from the campaign report provided by thespot seller 204, as in those instances, the viewer of the smart TV 120did not see the broadcast TV ad, but instead saw the dynamic replacementad. The PTV system 110 submits the reconciled campaign report to the DSPcomputing system 108 (260), e.g., the DSP that was used by the firstbrand owner 106 to set up their broadcast TV ad campaign.

The DSP computing system 108 adds any revenue share or fees to thereconciled campaign report and submits the reconciled campaign report tothe first brand owner 106 (260′). The first brand owner 106 makespayment for the broadcast TV ad campaign to the DSP computing system 108(264). The DSP computing system 108 deducts any revenue share or feesfrom the payment received from the first brand owner 106 and then makespayment for the broadcast TV ad campaign to the PTV system 110 (266).The PTV system 110 can then make payment to the broadcaster 104 or spotseller 204 for the broadcast TV avails that were bought as part of theoriginal broadcast TV ad campaign (268).

FIG. 3 illustrates a system 300 for the creation, sale, purchase,fulfillment and reconciliation of dynamic ad replacement (DAR) inventoryaccording to another embodiment of the present disclosure. The system300 can include an addressable TV (ATV) system 318 performing dynamic adreplacement (DAR) on a smart TV 120 according to an embodiment of thepresent disclosure. The ATV system 318 can include an ATV manager 305,an ATV engine 306 and an automatic content recognition (ACR) headend307. The ATV system 318 can be a single system, or can be a distributedsystem being executed on one or more power servers that specialize orare located to better execute the roles of the ATV manager 305, the ATVengine 306 and the ACR headend 307, respectively, as will be explained.

The ATV system 318 can be coupled to or in communication with aprogrammatic TV (PTV) system 310, a data storage system 312, a videodistributor 12, video feeds 14 and a plurality of smart TVs, one smartTV 120 being depicted in FIG. 3. Each smart TV 120 can include an adreplacer client 356 and an ACR client 357. The video distributor 12distributes video and related metadata to the ATV system 318. The PTVsystem 310 can further be coupled to or in communication with adistributor spot platform 10.

The data storage system 312 can include, or be coupled with, a viewingdatabase 311 (with viewing data) and an audience database 313 (withaudience data). The audience data can include information such as TVdevices and other household metrics, e.g., income, marital status,children, what cars are owned, and any data that can be associated withthe smart TV 120 or be obtained from a third party associated with IPaddresses of smart TVs of individual consumer households. The viewingdata can be obtained directly from viewing activity on the smart TVs120, which can be updated over time as consumers continue to streamprogramming.

The smart TV 120 can be in communication with a supply side platform(SSP) computing system 16 and a video ad server 20, which in turn can bein communication with one or more video demand side platform (DSP)computing system(s) 308. These entities, through computing systemshaving processing capability and storage, can take part in automatedlive auctions to fill ad spots just in time with dynamic replacementads, as will be discussed in more detail.

The ATV manager 305 can be run on one or more servers and provide webaccess. An application programming interface (API) can provide forinsertion of ad spots for dynamic ad replacement through the ATV system318. The API can provide a way that third parties can connect to the ATVsystem 318 to create and manage ad campaigns, upload ads, and performother account-specific tasks. These third parties can create campaignson a proxy basis for their advertisers.

The ATV manager 305 can also provide for user interface (UI) insertionof ad spots available for dynamic ad replacement. The ATV manager 305can associate ad spots with an appropriate target audience and provide aforecast of a volume of off-target audience. The ATV manager 305 canfurther forecast a level of ATV CPM driven from the off-target audience.

The ATV manager 305 can further report any quality issues with ad spotsand detection of ad spots. For example, the ATV system 318 can determinethat the video that is being uploaded is of sufficient quality to be ACRdetected, e.g., that the aspect ratio is adequate and that the bit rateis not too low. The ATV manager 305 can further ensure that afingerprint of an ad is adequate and detectable, and flag the ad whenthe bit rate is too low to be fingerprinted. The ATV manager 305 canperform tests on ingested ad spots on supported devices, to be sure thatcandidate replacement ads will appropriately stream and be viewed onthose devices. The ATV manager 305 can also ensure the ad spots aredetected appropriately, e.g., through ACR, and flag any detectionissues. Ensuring these qualities and proper detection provide that theDAR ads of addressable advertisements are properly delivered.

The ATV manager 305 can further send ad spots to the ATV engine 306 forad replacement and provide real time reports on ad replacement versus adspot fulfillment by broadcasted ads. The ATV manager 305 can alsoprovide real time capability of amending a target audience. For example,the ATV manager 305 can detect a lot of impressions coming in from acertain audience (e.g., thirty-something males looking for power toolsin New England). A campaign manager could log into the ATV manager 305and be presented with this specific audience and a streamlined abilityto make that audience a new targeted audience for the campaign. Thiscapability allows for adjusting, mid-flight of the campaign, what typesof impressions are considered “on-target” for the campaign.

The ATV manager 305 can further associate a minimum CPM expected for anad spot within the ATV system 318, and can send ATV impressions to thePTV system 310. The ATV manager 305 can also report on waste reductionperformance and on addressable DAR performance, which will be discussedin more detail. Waste reduction refers to efforts to make an increasedpercentage of delivered ads be on target for ad spots streaming to acertain type of audience. The ATV manager 305 can also receive paymentfrom the addressable (ATV) advertisers or agents and send payments tothe spot submitters (e.g., broadcaster or broadcasting partners) forreplaced ads when revenue sharing with the spot submitters.

The ATV engine 306 can run on one or more servers (or other computingdevice) and receive requests from smart TVs 120 for ad replacement. TheATV engine 306 can further determine whether an ad spot is off targetusing the target audience campaign with which it was set up. The ATVengine 306 can retrieve audience data and viewing data from the datastorage system 312, and analyze this data to determine whether ads areon target or off target for a particular ad spot. The ATV engine 306 canfurther notify a smart TV 120 to replace an ad according to yieldoptimization, to increase eCPM of a campaign as will be explained inmore detail (FIGS. 6, 7, 8A and 8B.) The ATV engine 306 can also sendvarious criteria or parameters to the smart TV 120 with which the adreplacer client 356 can formulate an ad request to replace a broadcastad with an addressable ad. These criteria can include, but not belimited to, demographics, geographic information, the language the smartTV is set on, and the like. The more criteria for use in formulating thead request, the more valuable to an (addressable ad) bidder that isdeciding whether to bid on the ad spot.

The ACR headend 307 can run on one or more servers (or other computingdevice(s)) and monitor live streams coming from the video feeds 14 aheadof time of delivery of the live streams to the smart TV 120. The ACRheadend 307 can, therefore, ingest an ad spot and a broadcast ad that isto be replaced according to the DAR methods disclosed herein. The ACRheadend 307 can fingerprint ad spots and store the fingerprint forcomparison, to be able to detect the ad spots within the monitored livestreams. The ACR headend 307 can then notify the ARC client 357 that ison a TV channel that an ad spot is coming that can be filled by areplacement ad, and when the ATV system 318 provides that replacementad, an identity of the replacement ad.

The video feeds 14 can include high quality video feeds such as highdefinition, 4K, ultra-high definition video feeds and the like. Thevideo feeds are provided before the smart TVs receive the video feeds,and thus with sufficient time to identify ad spots and replacement adsto be delivered to the smart TVs.

The smart TV 120 can determine whether the smart TV is in a state tomonitor ACR activity. When ACR capability is activated, the smart TV 120can pass matched ACR events to the ad replacer client 356. These ACRevents can each include content ID (or a key) from the ACR headend 307with which to match a particular ad campaign. Knowing the ad campaign,the ATV engine 306 can determine whether an ad is on or off target, forexample. The smart TV 120 can further provide temporary or permanentstorage for ad replacement video from the video ad server 20. The smartTV 120 can further facilitate the playout of ad replacement video eitherthrough a native player or through a web player executed within the adreplacer client 356.

The ACR client 357 can be integrated at a lower code level of the smartTV's electronics (e.g., in firmware, for example) where the ACR client357 can query frames of streaming video via the smart TV's inputsources, such as that deliver traditional broadcasting or over-the-top(OTT) streaming. Over-the-top (OTT) streaming refers to delivery ofaudio, video and other media over the Internet without the involvementof a multiple-system operator in the control or distribution of thecontent. The OTT content is delivered to an end-user device, leaving anInternet service provider (ISP) only with the role of transportinginternet protocol (IP) packets. For either functionality, the ACR client357 can be adapted to interact with a chipset manufacturer for the smartTV to gain access to individual video frames being displayed on thescreen.

When activated by the smart TV 120, the ACR client 357 can send theframes of a video feed to the ACR headend 307 to be matched tofingerprints stored by the ACR headend 307. The ACR client 357 can sendmatched events (e.g., matched content or fingerprints of live videofeeds) through to the smart TV 120 and/or the ad replacer client 356.The ACR client 357 can further monitor for any changes to the matchedchannel or video, e.g., whether the channel or video stream has changed,immediately upon detection of a matching break. In one embodiment, theACR client 357 can signal to the ad replacer client 356 to download anapplication and pass in TV/client parameters such as network ID, channelits on (channel ID), what video is detected, current time and the likethat is useable by the ad replacer client 356 to perform ad replacement.

The ad replacer client 356 can operate at an application level of anoperating system of the smart TV 120, and can be executed as a softwaredevelopment kit (SDK) pre-installed on the operating system or installedlater as an application on the smart TV 120 by a consumer. Theapplication can be, in one embodiment, executed in JavaScript® (ofOracle) that runs from the smart TV's browser and displays variousdifferent experiences. Those experiences can include the replacement ofvideo (e.g., of a broadcast ad) at a precise time, which timinginformation can be received from the ACR client 357.

More specifically, in one embodiment, the ad replacer client 356 canlisten for ad replacement events from the smart TV 120, and receiveinformation necessary to send a call to the ATV engine 306 to prepare tomake an ad replacement on the smart TV. Upon receipt of an adreplacement event, the ad replacer client 356 can query the ATV engine306 to confirm whether a broadcast ad is on or off target for the adspot. When the ad spot is off target, the ad replacer engine can requesta new (or replacement) video ad from the SSP computing system 16,providing audience parameters as received from the ATV engine 306. Inanother embodiment, the request is to the addressable TV system 318,which can also perform the role of an SSP computing system to provide areplacement ad to the smart TV. The ad request can include the criteriaand/or parameters received from the ATV engine 306 that relate to the adcampaign for an on-target ad.

Upon a successful bid on the ad request (e.g., by a video DSP computingsystem 308), the ad replacer client 356 can receive the replacement adfrom the appropriate video ad server 20 (or from the addressable TVsystem 318 itself in some embodiments). The SSP computing system 16 (orthe addressable TV system 318) can act as an advertisement exchange foraddressable replacement ads in holding a real-time, automated auctionfor the ad spot. The SSP computing system 16 (or addressable TV system318) can then notify the smart TV 120 of the successful bid and thebidder.

The ad replacer client 356 can then download the replacement ad andstore it in temporary or permanent storage. The ad replacer client 356monitors the download speed in respect to the file size to establish ifenough of the video has been downloaded to play all the way throughwithout buffering. At the point the video can play through seamlessly,the ad replacer client 356 can signal the smart TV 120 that thereplacement ad can be played, or the ad replacer client 356 can play thereplacement ad at the appropriate time within its own browser.

The ad replacer client 356 can further monitor the smart TV 120 forchannel/video change events from the ACR client 357, and remove thereplacement ad as appropriate. The ad replacer client 356 can detect achannel change by receiving a channel change signal from the ACR client357, and in response, cancel or pull down the dynamic ad replacementthat no longer applies to coming ad spots, which likely differ from theprevious upcoming ad spot. This decision should be made within a secondor so (or less) so that DAR functionality can keep up.

The ad replacer client 356 can further monitor for a UI being invokednatively or via HDMI or other means such as an electronic programmingguide (EPG). The ad replacer client 356 can remove a replacement ad orotherwise respond as soon as possible, which can involve even ananticipation of a channel or status change impacting the delivery of thereplacement ad. The ad replacer client 356 can also send quartileimpressions to the ATV engine 306 for purposes of tracking and campaignad fulfillment. “Quartile” is a fourth of an ad, such that once at leasta fourth of the ad is played, an impression can be reported.

The SSP computing system 16 can integrate with DSP computing systems 308or other exchanges to expose video ad inventory (e.g., ad slots). TheSSP computing system 16 can programmatically provide detail around anexpected video stream and data related to an expected audience of the adinventory. This information can be provided to the addressable TV system318 or otherwise stored within the databases of the data storage system312. The SSP computing system 16 can further allow multiple DSPs to bidfor ad slots within the video ad inventory. This bidding process isautomated so that it can take place quickly. The SSP computing system 16can notify the winning bidder and download the replacement ad for thewinning bidder. The replacement ad can then be sent to the ad replacerclient 356 to be streamed within the correct ad slot. The SSP computingsystem 16 can also facilitate the formation and execution of rulesdictating who can bid and other ad exchange parameters driving thebidding. One such rule can include minimum pricing, for example.

The video ad server 20 can allow API ingestion of video to be served tothe smart TV 120. The video ad server 20 can also facilitate video adsto be served in multiple bandwidths and profiles, and manage significantbursts of load without degradation. The video ad server 20 can alsoreceive (via impressions) and report (via an API) performance of videoads.

FIG. 4 is a method of dynamic ad replacement according to an embodimentof the present disclosure. The method can be executed by the addressableTV system 318, including the ACR headend 307 and the ATV engine 306. Themethod can begin with storing, by the ACR headend, a first fingerprintof an advertisement (ad) spot (410). The method can continue by the ACRheadend monitoring a video stream ahead in time from when the videostream is delivered to a smart television (TV) (420). The method cancontinue by the ACR headend detecting the ad spot by comparing a secondfingerprint, which is captured of the ad spot during monitoring, withthe first fingerprint (430). The method can continue by the ACR headendmonitoring a channel being watched on the smart TV (440). The method cancontinue by notifying an ad replacer client of the smart TV upondetecting that the ad spot is to arrive within the video stream on thechannel (450).

The method of FIG. 4 can continue by the ATV engine determining whether,in view of data from an ad campaign, a first ad to be delivered to thead spot is off target for the ad spot (460). The method can continue bythe ATV engine notifying the ad replacer client to replace the first adwith an addressable ad when the first ad is off target for the ad spot(470). The method can continue by the ATV engine providing criteria withwhich to constrain an ad request to obtain a second ad that is on targetfor the ad spot. The ad replacer client can then send an ad request withone or more parameters provided within the criteria to obtain an ad thatis on target for the ad spot.

FIG. 5 is a method of dynamic ad replacement according to anotherembodiment of the present disclosure. The method can be executed by asmart TV 120, and particularly an ad replacer client 356 and an ACRclient 357 of the smart TV 120. The method can begin by the ACR clientsending frames of a video stream to be matched to a headend ACR of anaddressable television (ATV) system (510). The method can continue bythe ACR client forwarding, to the ad replacer client, an ACR eventreceived from the headend ACR that identifies a channel on which thevideo stream is playing (520). The method can continue by the ACR clientnotifying the ad replacer client upon detecting an ad spot in the videostream (530).

The method can continue by the ad replacer client receiving anotification from the ATV system, wherein the notification indicatesthat a first ad destined for the ad spot is off target for the ad spot,and includes criteria for determining a second ad that is on target forthe ad spot (540). The method can continue by the ad replacer clientgenerating an ad request including one or more parameters from thecriteria (550). The method can continue by the ad replacer clienttransmitting the ad request to a supply side platform (SSP) computingsystem at which advertisers will bid on filling the ad slot with thesecond ad (560).

With further reference to FIGS. 1 and 3, the programmatic TV (PTV)system 110 or 310 can further offer waste reduction by offeringaddressable impression for higher CPM to first brand owners 106, e.g.,through the distributor spot platform 10. The PTV system 110 or 310 canfind the most appropriate available spot for an audience and budget ofan ad campaign. The PTV system 110 or 310 can further forecast (orpresent an already developed forecast) of possible inventory hit due towaste correction.

To perform this forecast, the PTV system 110 or 310 can build up theaudience database 313 and the viewing database 311, to inform what kindof audience is generally on-target and generally off-target for aparticular day-part campaign. The PTV system 110 or 310 can further showto a particular client (DSP) how much the client could save by usingdynamic ad replacement. The PTV system 110 or 310 could be specific to aday-part and network and understand which audience is watching at whattime. The PTV system 110 or 310 can predict, through campaign data andviewing data, a percentage of waste that is likely. Waste refers to anumber of impressions that do not hit the target audience delineatedwithin an ad campaign due to being off-target for the target audience. Agood goal for waste reduction, for example, is to reduce waste below 20%of total impressions.

By way of waste reduction, the PTV system 110 or 310 can forecast (orpresent an already developed forecast) of addressable impressions forhigher CPM to a client, e.g., to a DSP computing system that isdeveloping an ad campaign on behalf of advertisers. The PTV system 110or 310 can use data retrieved from the data storage system 312 topredict how many waste saving impressions can be generated withaddressable impressions through the ATV system 118 or 318.

The PTV system 110 or 310 can also manipulate media plans, e.g., adcampaigns, to provide maximum inventory for ATV production (alsoreferred to herein as yield optimization). The PTV system 110 or 310 canthen send insertion orders for broadcasters and platforms in accordancewith revised ad campaigns. The PTV system 110 or 310 can also receiveorder statuses from broadcasters, DSPs and SSPs, and present a finalorder to an advertiser or agent.

The PTV system 110 or 310 can also make payments to the broadcasters,DSPs and/or SSPs, reconcile impressions according to agreed measurementmetrics minus addressable impressions delivered via the addressable TVsystem 118 or 318. The PTV system 110 or 310 can report on spot campaignperformance, on waste reduction performance and on addressable adperformance. The PTV system 110 or 310 can also receive payments fromadvertisers or their agents, and make payment to the ATV system 118 or318 for waste reduction campaigns.

The PTV system 110 or 310 can also distribute video metadata to the ATVsystem 118 or 318, where a replacement ad for DAR can come from eitherthe ATV system 118 or 318 or from the video ad server 20 as explainedabove. Once a commitment is made through the PTV system to buy an adfrom an advertiser, the PTV system 110 or 310 can expose the ad to theATV engine 306 for ingestion and to get ready to perform either yieldoptimization or waste reduction, as will be discussed in more detail.

The PTV system 110 or 310 can also distribute campaign data to the ATVsystem 118 or 318. Once this campaign data is programmatically ingested,the PTV system 110 or 310 can present to the ATV system 118 or 318corresponding video metadata, such as ad identifier (ID), campaign ID,what brand it is, and the like, which should, at a minimum, inform theATV system 118 or 318 what ad is to be delivered, who it is coming from,and what is the target audience(s). This campaign data can be fronted bythe PTV system 110 or 310, or can come from a third party that isproviding the ad.

The distributor spot platform 10 can work with the PTV system 110 or 310to offer waste reduction, e.g., can be a source of addressableimpressions offered for higher CPM. Accordingly, the distributor spotplatform 10 can forecast (or help the PTV system to forecast) possibleinventory hits due to dynamic ad replacement. The distributor spotplatform 10 can further distribute campaign data and corresponding videoand video metadata to the ATV system 118 or 318.

The following describes yield optimizations according to variousembodiments. There are a number of ways that the PTV system 110 or 310and the ATV system 118 or 318 can work together to increase the totalyield.

FIG. 6 is a flow chart of a method of yield optimization to improveprogrammatic TV (PTV) campaign performance by dynamically adjusting forhow much to sell PTV campaigns according to one embodiment of thepresent disclosure. In this embodiment, the PTV system 110 or 310 candiscount the sell cost-per-mille (CPM) price of a proposed PTV mediaplan to increase generation of inventory for the ATV platform, and makeup any lack of revenue on the PTV campaign from the ATV system. In oneembodiment, the method of FIG. 6 can be executed by a computing devicesuch as the DAR manager 102, the PTV system 110 or 310, the ATV system118 or 318, or a combination thereof.

When a media plan is being compiled, the DAR manager 102 (or morespecifically, the programmatic TV (PTV) system 110 or 310) canautomatically evaluate the likely demand for the spot from theaddressable TV (ATV) system 118 or 318 based on data available that isrelated to, by way of example:

-   -   average ATV CPM demanded for an ad spot at that day part and        network;    -   average success rate of selling an ATV ad spot at that day part        and network;    -   average number of addressable devices at that day part and        network; and    -   expected audience waste of the underlying PTV ad calculated on        the average audience at that day part and network.

Additionally, the PTV system can serve a dummy request to the digitalDSP computing systems to see what the CPM is priced at for several ofthe most frequent audiences. Based on the above inputs, the PTV systemcan choose to discount the sell CPM price for the purchasing DSPcomputing systems. This will effectively reduce the margins of the PTVsystem 110 or 310, but ensures the risk to do so is more thancounteracted by the likely demand and revenue the ATV system 118 or 318can drive from those ad spots (inventory). When the above inputs showthere will be little or no gain from selling the ATV inventory, the PTVsystem can choose not to discount the CPM for the DSP computing systemand maintain its margins.

With further reference to FIG. 6, the DSP computing system can request amedia plan for a given budget, CPM pricing and target audience (610).The PTV system can then query the data storage system 112 or 312 for ahighest (or next highest) indexed ad spot available (or an avail) forthe target audience, e.g., a target ad (614). The PTV system can thendetermine whether the returned avail is within a sell CPM price for thetarget audience (618). When the avail is not within the CPM sell price,the PTV system can determine whether there is sufficient demand for theavail from the addressable television (ATV) impressions to discount thesell CPM price (622). For example, the PTV system can determine whetherprojected ATV impressions are beyond a predetermined threshold that issufficient to discount the CPM price of the target avail for the targetaudience, wherein the ATV impressions are derived from directlyaddressable replacement ads.

When the demand for the ATV impressions is sufficient, the PTV systemcan determine whether the target avail is within the sell CPM price witha determined discount in the CPM price (626). If the answer is no toboth questions (blocks 622 and 626), then the method can loop back toblock 614 and query the data storage system for a top-ranked avail forthe target audience, and restart from block 614. When the answer is yesto both questions (blocks 622 and 626), then the PTV system can discountthe sell CPM price for the target avail by the determined discount thatdecreases a margin for the PTV media plan (640).

When the answer is no at block 618, and the target ad is within the sellCPM price, then the PTV system can query a database of the data storagesystem to determine a potential number of ATV impressions for the avail(630). The PTV system can then determine whether the demand for the ATVimpressions is sufficient to discount the sell CPM price of the targetavail for the target audience, e.g., is greater than a predeterminedthreshold (634). When the answer is yes, that the demand is sufficient,then the PTV system can discount the sell CPM price for the target availby the determined discount that decreases a margin for an ad campaignwhen filling the avail with a broadcast ad (640). When the answer is no(that the demand is insufficient) then the PTV system can sell thetarget avail at an original CPM price responsive to determining that thedemand for the target avail as ATV impressions is less than thepredetermined threshold (636).

From either block 640 or block 634, the PTV system can also determinewhether a forecast of a number of the ATV impressions multiplied by thesell CPM price is within a budget for the ad campaign (638). When theanswer is yes, the PTV system can determine whether there issatisfactory or predetermined clearance buy-side CPM (e.g., in the lastyear, 90% of the time the spot seller has accepted a CPM at this pricefor the proposed avail) (642). When the answer is no to block 642, thePTV system can increase a buy side CPM to a predetermined level toachieve clearance (e.g., acceptance of an order) from the spot seller(643). After increasing buy side CPM in block 643, the PTV system candetermine whether a predetermined campaign margin for the avail is met(e.g., a 10% margin between the buy-side and the sell-side CPM) (644).When the answers to blocks 642 and 644 are yes, the PTV system adds theavail to a media plan for an advertiser when the forecast of the numberof PTV impressions multiplied by the sell CPM price is within the budgetfor the ad campaign (645). The PTV system can also determine whetherthere is any budget remaining after adding the avail to the media plan(648). If there is budget remaining (or the answer is no at block 638 orat block 644), the PTV system can continue searching for target availsby looping back to block 614. When there is not sufficient budgetremaining, however, the PTV system can send the (now complete) mediaplan to the DSP computing system (650).

Additional yield optimization can occur when the decision is neededwhether to replace a PTV ad (e.g., a broadcast ad) or not. The systemcan monitor in real-time how the PTV ad campaign is performing. When anaddressable spot presents itself, and it is determined that theunderlying PTV ad is on target for that spot's audience and the campaignis not performing well, the system can decide to increase the ATV sellCPM price in a way to sell that inventory either to a party that iswilling to pay a high enough premium; or, if the demand is not there, tosell at that price point to provide that impression back to theunderlying PTV video. This can result in increasing the PTV campaignperformance, or driving higher revenue for the ATV system.Alternatively, or additionally, the system could be configured to notserve such ads on target spots of the ATV system in order to hitcampaign guarantees on the PTV system side.

More particularly, FIG. 7 is a flowchart of a method of yieldoptimization to improve overall campaign performance by adjusting ATVsell CPM price according to PTV campaign performance. The method of FIG.7 can be performed by the ATV system 318, and in one embodiment, by theATV engine 306 of the ATV system 318. More particularly, the ATV systemreceives an ad request from a smart TV 120 for a replacement ad to bedelivered to an ad spot (710). The ATV system can then determine whetherthe PTV (or broadcast) ad is on target for the ad spot (714). If thebroadcast ad is on target, the ATV system can query the data storagesystem 312 regarding performance of the broadcast ad (718). If thebroadcast ad is off target, the ATV system can request a replacement adfrom a demand side platform (DSP) computing system (722). When thebroadcast ad is on target, the ATV system can further determine whetherthe broadcast ad is underperforming (or on track) or overperforming(726). Responsive to determining that the broadcast ad isoverperforming, the ATV system can request a replacement ad from the DSPcomputing system (722).

Responsive to determining that the broadcast ad is underperforming withrelation to a target performance for the ad campaign, the ATV system canincrease a sell CPM price of addressable TV (ATV) impressions for the adspot by a percentage by which the broadcast ad is underperforming (730).The ATV system can then request a replacement ad from a partnered demandside platform (DSP) computing system (734). The ATV system can furtherdetermine whether a demand for the replacement ad is at an increased CPMprice (e.g., higher than the sell CPM price previously applied) (738).When the answer is no to block 738, the ATV system can allow thebroadcast ad to playout without ad replacement (742). When the answer isyes to block 738, the ATV system can request the replacement ad from theDSP computing system and sell the replacement ad for an increased CPMprice (746).

An additional measure to improve campaign performance on the PTVP is toserve those campaigns via the ATV system in places where the underlyingad is off target on a specific TV but on target for another PTV campaignthat is underperforming. The ATV system can increase the minimum CPMprice it is willing to accept proportionally to the amount the broadcastad is underperforming. This can drive more impressions to the PTV systemcampaign, or alternatively, bring in greater revenue to the ATV campaignfor the same ad spots (or avails). When there is no PTV adunderperforming or available for the audience in question, thereplacement inventory can be presented to the DSP computing system withno minimum CPM.

More particularly, FIG. 8A is a flowchart of a method of yieldoptimization to improve overall campaign performance by adjusting aminimum sell CPM price for a broadcast ad when not replacing thebroadcast ad with an ATV ad at no minimum CPM price. The steps 710through 734 of FIG. 8A are the same as those discussed with reference toFIG. 7. Note, however, that the ad analyzed in block 726 as toperformance is a first PTV ad, and thus in block 730, theunderperformance is referred to as a first underperformance percentageby which the minimum ATV sell CPM price can be increased. Furthermore,after a request for a replacement ad from a partnered DSP (734 from FIG.7), the ATV system can determine whether a demand for an ATV ad existsat the increased ATV sell CPM price (838). When the answer is no, theATV system can allow the first PTV ad to playout without a replacementad (840). When the answer is yes, the ATV system can request areplacement ad from a DSP and sell the replacement ad for increased CPM(844).

When the ATV system determines that the broadcast (or first PTV) ad isnot on target (714) or that the first PTV ad is overperforming (726),the ATV system can determine whether a second PTV ad is underperformingand that is on target for the ad spot for which the ad request isreceived (824). If the answer in block 824 is no (e.g., the second PTVad is overperforming or on target for a second ad campaign), the ATVsystem can request a replacement ad from the DSP computing system withno minimum sell CPM price (828). If the answer in block 824 is yes, theATV system can increase the minimum sell CPM price for the second PTV adby a percentage of underperformance of the second broadcast ad, to anupdated sell CPM price (832). In one embodiment, the ATV system can thenallow the PTV system to deliver the second PTV ad to the ad spot so thatthe second PTV ad can generate the impressions and improve performanceof the second ad campaign (844). Or, the ATV system can first request areplacement ad from a partnered DSP (836).

When first requesting the replacement ad, the ATV system can determinewhether a demand for the ATV ad exists at the increased ATV sell CPMprice (842). When the answer is no to block 842, the ATV system cansignal the smart TV to allow insertion of the underperforming second PTVad (844). When the answer is yes to block 842, the ATV system canrequest the replacement ad from the DSP computing system and sell thereplacement ad for an increased CPM price (846).

FIG. 8B is a flow chart of a method of yield optimization toautomatically adjust a purchase CPM price to get clearance for a PTV adcampaign from a spot seller according to one embodiment of the presentdisclosure. The PTV system can also be capable of using a number ofinputs to determine what the appropriate CPM price should be to getclearance from the spot seller. To get clearance in a timely manner fromthe spot seller, and avoid the risk of being outbid by throttling thenumber of ad spots put through the PTV and ATV systems, these inputs canbe closely monitored to get a high clearance percentage.

More particularly, and with reference to FIG. 8B, the PTV system cananalyze campaign inputs to determine a purchase CPM price needed forclearance with a spot seller (850). The inputs can include, but not belimited to: the rate card provided (852); past clearance rates for thesame day part/network (from the system's historic data) (854); andevaluating the past clearance rates for the same day part/network (fromthird parties) (856). After taking these inputs into consideration, thePTV system can choose to mark up the purchase CPM price by a percentageaccording to the ATV demand and opportunity for such spots. For example,the PTV system can determine, from the analysis in block 850, whether anexpected ATV demand for replacement ads for the ad spot is beyond aspecific threshold (864). If the answer is no to block 864, the PTVsystem can leave the purchase CPM price unchanged (872). If the answeris yes to block 864, the PTV system can mark up the purchase CPM pricefor broadcast ads commensurate with an expected increased ATV demand, toensure clearance of the ad campaign with the spot seller (876). This canensure that, except for unprecedented situations, clearance is givenaccording to the gains available through either or a combination ofincreased purchase CPM price and ATV replacement ad demands.

FIG. 9 illustrates a diagrammatic representation of a machine in theexample form of a computer system 900 within which a set ofinstructions, for causing the machine to perform any one or more of themethodologies discussed herein, can be executed. The computer system 900can correspond to the systems described above with respect to FIGS. 1-8B(e.g., the DAR manager 102, the PTV system 110 or 310, the data storagesystem 112 or 312, the ATV system 118 or 318, the SSP computing system16, the video DSP computing system 108, 116 or 308, and computing and/orcommunications systems for the broadcaster 104, the first brand owner106, the second brand owner 114, and the smart TV 120, and any othersystem or platform disclosed herein), and that can execute the methoddisclosed herein.

In alternative embodiments, the machine can be connected (e.g.,networked) to other machines in a LAN, an intranet, an extranet, or theInternet. The machine can operate in the capacity of a server or aclient device in a client-server network environment, or as a peermachine in a peer-to-peer (or distributed) network environment. Themachine can be a personal computer (PC), a tablet PC, a set-top box(STB), a Personal Digital Assistant (PDA), a cellular telephone, asmartphone, a web appliance, a server, a network router, switch orbridge, or any machine capable of executing a set of instructions(sequential or otherwise) that specify actions to be taken by thatmachine. Further, while only a single machine is illustrated, the term“machine” shall also be taken to include any collection of machines thatindividually or jointly execute a set (or multiple sets) of instructionsto perform any one or more of the methodologies discussed herein.

The computer system 900 includes a processing device 902, a main memory904 (e.g., read-only memory (ROM), flash memory, dynamic random accessmemory (DRAM) (such as synchronous DRAM (SDRAM) or DRAM (RDRAM), etc.),a static memory 906 (e.g., flash memory, static random access memory(SRAM), etc.), and a data storage device 918, which communicate witheach other via a bus 930.

Processing device 902 represents one or more general-purpose processingdevices such as a microprocessor, central processing unit, or the like.More particularly, the processing device can be complex instruction setcomputing (CISC) microprocessor, reduced instruction set computer (RISC)microprocessor, very long instruction word (VLIW) microprocessor, orprocessor implementing other instruction sets, or processorsimplementing a combination of instruction sets. Processing device 902can also be one or more special-purpose processing devices such as anapplication specific integrated circuit (ASIC), a field programmablegate array (FPGA), a digital signal processor (DSP), network processor,or the like. In one embodiment, processing device 902 can include one ormore processing cores. The processing device 902 can execute theinstructions 926 of a mirroring logic for performing the operationsdiscussed herein.

The computer system 900 can further include a network interface device908 communicably coupled to a network 920. The computer system 900 alsocan include a video display unit 910 (e.g., a liquid crystal display(LCD) or a cathode ray tube (CRT)), an alphanumeric input device 912(e.g., a keyboard), a cursor control device 914 (e.g., a mouse), asignal generation device 916 (e.g., a speaker), or other peripheraldevices. Furthermore, computer system 900 can include a graphicsprocessing unit 922, a video processing unit 928, and an audioprocessing unit 932. In another embodiment, the computer system 900 caninclude a chipset (not illustrated), which refers to a group ofintegrated circuits, or chips, that are designed to work with theprocessing device 902 and controls communications between the processingdevice 902 and external devices. For example, the chipset can be a setof chips on a motherboard that links the processing device 902 to veryhigh-speed devices, such as main memory 904 and graphic controllers, aswell as linking the processing device 902 to lower-speed peripheralbuses of peripherals, such as USB, PCI or ISA buses.

The data storage device 918 can include a computer-readable storagemedium 925 on which is stored instructions 926 embodying any one or moreof the methodologies of functions described herein. The instructions 926can also reside, completely or at least partially, within the mainmemory 904 and/or within the processing device 902 during executionthereof by the computer system 900; the main memory 904 and theprocessing device 902 also constituting computer-readable storage media.

The computer-readable storage medium 925 can also be used to storeinstructions 926 utilizing logic and/or a software library containingmethods that call the above applications. While the computer-readablestorage medium 925 is shown in an exemplary implementation to be asingle medium, the term “computer-readable storage medium” should betaken to include a single medium or multiple media (e.g., a centralizedor distributed database, and/or associated caches and servers) thatstore the one or more sets of instructions. The term “computer-readablestorage medium” shall also be taken to include any medium that iscapable of storing, encoding or carrying a set of instructions 926 forexecution by the machine and that cause the machine to perform any oneor more of the methodologies of the present disclosure. The term“computer-readable storage medium” shall accordingly be taken toinclude, but not be limited to, solid-state memories, optical media, andmagnetic media. The following examples pertain to further embodiments.

While the present disclosure has been described with respect to alimited number of embodiments, those skilled in the art will appreciatenumerous modifications and variations therefrom. It is intended that theappended claims cover all such modifications and variations as fallwithin the true spirit and scope of this present disclosure.

In the description herein, numerous specific details are set forth, suchas examples of specific types of processors and system configurations,specific hardware structures, specific architectural and microarchitectural details, specific register configurations, specificinstruction types, specific system components, specificmeasurements/heights, specific processor pipeline stages and operationetc. in order to provide a thorough understanding of the presentdisclosure. It will be apparent, however, to one skilled in the art thatthese specific details need not be employed to practice the presentdisclosure. In other instances, well known components or methods, suchas specific and alternative processor architectures, specific logiccircuits/code for described algorithms, specific firmware code, specificinterconnect operation, specific logic configurations, specificmanufacturing techniques and materials, specific compilerimplementations, specific expression of algorithms in code, specificpower down and gating techniques/logic and other specific operationaldetails of computer system have not been described in detail in order toavoid unnecessarily obscuring the present disclosure.

The embodiments are described with reference to secure memoryrepartitioning in specific integrated circuits, such as in computingplatforms or microprocessors. The embodiments can also be applicable toother types of integrated circuits and programmable logic devices. Forexample, the disclosed embodiments are not limited to desktop computersystems or portable computers, such as the Intel® Ultrabooks™ computers.And can be also used in other devices, such as handheld devices,tablets, other thin notebooks, systems on a chip (SoC) devices, andembedded applications. Some examples of handheld devices includecellular phones, Internet protocol devices, digital cameras, personaldigital assistants (PDAs), and handheld PCs. Embedded applicationstypically include a microcontroller, a digital signal processor (DSP), asystem on a chip, network computers (NetPC), set-top boxes, networkhubs, wide area network (WAN) switches, or any other system that canperform the functions and operations taught below. It is described thatthe system can be any kind of computer or embedded system. The disclosedembodiments can especially be used for low-end devices, like wearabledevices (e.g., watches), electronic implants, sensory and controlinfrastructure devices, controllers, supervisory control and dataacquisition (SCADA) systems, or the like. Moreover, the apparatuses,methods, and systems described herein are not limited to physicalcomputing devices, but can also relate to software optimizations forenergy conservation and efficiency. As will become readily apparent inthe description below, the embodiments of methods, apparatuses, andsystems described herein (whether in reference to hardware, firmware,software, or a combination thereof) are vital to a ‘green technology’future balanced with performance considerations.

Although the embodiments herein are described with reference to aprocessor, other embodiments are applicable to other types of integratedcircuits and logic devices. Similar techniques and teachings ofembodiments of the present disclosure can be applied to other types ofcircuits or semiconductor devices that can benefit from higher pipelinethroughput and improved performance. The teachings of embodiments of thepresent disclosure are applicable to any processor or machine thatperforms data manipulations. However, the present disclosure is notlimited to processors or machines that perform 512 bit, 256 bit, 128bit, 64 bit, 32 bit, or 16 bit data operations and can be applied to anyprocessor and machine in which manipulation or management of data isperformed. In addition, the description herein provides examples, andthe accompanying drawings show various examples for the purposes ofillustration. However, these examples should not be construed in alimiting sense as they are merely intended to provide examples ofembodiments of the present disclosure rather than to provide anexhaustive list of all possible implementations of embodiments of thepresent disclosure.

Although the below examples describe instruction handling anddistribution in the context of execution units and logic circuits, otherembodiments of the present disclosure can be accomplished by way of adata or instructions stored on a machine-readable, tangible medium,which when performed by a machine cause the machine to perform functionsconsistent with at least one embodiment of the disclosure. In oneembodiment, functions associated with embodiments of the presentdisclosure are embodied in machine-executable instructions. Theinstructions can be used to cause a general-purpose or special-purposeprocessor that is programmed with the instructions to perform the stepsof the present disclosure. Embodiments of the present disclosure can beprovided as a computer program product or software which can include amachine or computer-readable medium having stored thereon instructionswhich can be used to program a computer (or other electronic devices) toperform one or more operations according to embodiments of the presentdisclosure. Alternatively, operations of embodiments of the presentdisclosure might be performed by specific hardware components thatcontain fixed-function logic for performing the operations, or by anycombination of programmed computer components and fixed-functionhardware components.

Instructions used to program logic to perform embodiments of thedisclosure can be stored within a memory in the system, such as DRAM,cache, flash memory, or other storage. Furthermore, the instructions canbe distributed via a network or by way of other computer readable media.Thus a machine-readable medium can include any mechanism for storing ortransmitting information in a form readable by a machine (e.g., acomputer), but is not limited to, floppy diskettes, optical disks,Compact Disc, Read-Only Memory (CD-ROMs), and magneto-optical disks,Read-Only Memory (ROMs), Random Access Memory (RAM), ErasableProgrammable Read-Only Memory (EPROM), Electrically ErasableProgrammable Read-Only Memory (EEPROM), magnetic or optical cards, flashmemory, or a tangible, machine-readable storage used in the transmissionof information over the Internet via electrical, optical, acoustical orother forms of propagated signals (e.g., carrier waves, infraredsignals, digital signals, etc.). Accordingly, the computer-readablemedium includes any type of tangible machine-readable medium suitablefor storing or transmitting electronic instructions or information in aform readable by a machine (e.g., a computer).

A design can go through various stages, from creation to simulation tofabrication. Data representing a design can represent the design in anumber of manners. First, as is useful in simulations, the hardware canbe represented using a hardware description language or anotherfunctional description language. Additionally, a circuit level modelwith logic and/or transistor gates can be produced at some stages of thedesign process. Furthermore, most designs, at some stage, reach a levelof data representing the physical placement of various devices in thehardware model. In the case where conventional semiconductor fabricationtechniques are used, the data representing the hardware model can be thedata specifying the presence or absence of various features on differentmask layers for masks used to produce the integrated circuit. In anyrepresentation of the design, the data can be stored in any form of amachine readable medium. A memory or a magnetic or optical storage suchas a disc can be the machine readable medium to store informationtransmitted via optical or electrical wave modulated or otherwisegenerated to transmit such information. When an electrical carrier waveindicating or carrying the code or design is transmitted, to the extentthat copying, buffering, or re-transmission of the electrical signal isperformed, a new copy is made. Thus, a communication provider or anetwork provider can store on a tangible, machine-readable medium, atleast temporarily, an article, such as information encoded into acarrier wave, embodying techniques of embodiments of the presentdisclosure.

A module as used herein refers to any combination of hardware, software,and/or firmware. As an example, a module includes hardware, such as amicro-controller, associated with a non-transitory medium to store codeadapted to be executed by the micro-controller. Therefore, reference toa module, in one embodiment, refers to the hardware, which isspecifically configured to recognize and/or execute the code to be heldon a non-transitory medium. Furthermore, in another embodiment, use of amodule refers to the non-transitory medium including the code, which isspecifically adapted to be executed by the microcontroller to performpredetermined operations. And as can be inferred, in yet anotherembodiment, the term module (in this example) can refer to thecombination of the microcontroller and the non-transitory medium. Oftenmodule boundaries that are illustrated as separate commonly vary andpotentially overlap. For example, a first and a second module can sharehardware, software, firmware, or a combination thereof, whilepotentially retaining some independent hardware, software, or firmware.In one embodiment, use of the term logic includes hardware, such astransistors, registers, or other hardware, such as programmable logicdevices.

Use of the phrase ‘configured to,’ in one embodiment, refers toarranging, putting together, manufacturing, offering to sell, importingand/or designing an apparatus, hardware, logic, or element to perform adesignated or determined task. In this example, an apparatus or elementthereof that is not operating is still ‘configured to’ perform adesignated task if it is designed, coupled, and/or interconnected toperform said designated task. As a purely illustrative example, a logicgate can provide a 0 or a 1 during operation. But a logic gate‘configured to’ provide an enable signal to a clock does not includeevery potential logic gate that can provide a 1 or 0. Instead, the logicgate is one coupled in some manner that during operation the 1 or 0output is to enable the clock. Note once again that use of the term‘configured to’ does not require operation, but instead focus on thelatent state of an apparatus, hardware, and/or element, where in thelatent state the apparatus, hardware, and/or element is designed toperform a particular task when the apparatus, hardware, and/or elementis operating.

Furthermore, use of the phrases ‘to,’ ‘capable of/to,’ and or ‘operableto,’ in one embodiment, refers to some apparatus, logic, hardware,and/or element designed in such a way to enable use of the apparatus,logic, hardware, and/or element in a specified manner. Note as abovethat use of to, capable to, or operable to, in one embodiment, refers tothe latent state of an apparatus, logic, hardware, and/or element, wherethe apparatus, logic, hardware, and/or element is not operating but isdesigned in such a manner to enable use of an apparatus in a specifiedmanner.

A value, as used herein, includes any known representation of a number,a state, a logical state, or a binary logical state. Often, the use oflogic levels, logic values, or logical values is also referred to as 1'sand 0's, which simply represents binary logic states. For example, a 1refers to a high logic level and 0 refers to a low logic level. In oneembodiment, a storage cell, such as a transistor or flash cell, can becapable of holding a single logical value or multiple logical values.However, other representations of values in computer systems have beenused. For example the decimal number ten can also be represented as abinary value of 1010 and a hexadecimal letter A. Therefore, a valueincludes any representation of information capable of being held in acomputer system.

Moreover, states can be represented by values or portions of values. Asan example, a first value, such as a logical one, can represent adefault or initial state, while a second value, such as a logical zero,can represent a non-default state. In addition, the terms reset and set,in one embodiment, refer to a default and an updated value or state,respectively. For example, a default value potentially includes a highlogical value, i.e. reset, while an updated value potentially includes alow logical value, i.e. set. Note that any combination of values can beutilized to represent any number of states.

The embodiments of methods, hardware, software, firmware or code setforth above can be implemented via instructions or code stored on amachine-accessible, machine readable, computer accessible, or computerreadable medium which are executable by a processing element. Anon-transitory machine-accessible/readable medium includes any mechanismthat provides (i.e., stores and/or transmits) information in a formreadable by a machine, such as a computer or electronic system. Forexample, a non-transitory machine-accessible medium includesrandom-access memory (RAM), such as static RAM (SRAM) or dynamic RAM(DRAM); ROM; magnetic or optical storage medium; flash memory devices;electrical storage devices; optical storage devices; acoustical storagedevices; other form of storage devices for holding information receivedfrom transitory (propagated) signals (e.g., carrier waves, infraredsignals, digital signals); etc., which are to be distinguished from thenon-transitory mediums that can receive information there from.

Instructions used to program logic to perform embodiments of thedisclosure can be stored within a memory in the system, such as DRAM,cache, flash memory, or other storage. Furthermore, the instructions canbe distributed via a network or by way of other computer readable media.Thus a machine-readable medium can include any mechanism for storing ortransmitting information in a form readable by a machine (e.g., acomputer), but is not limited to, floppy diskettes, optical disks,Compact Disc, Read-Only Memory (CD-ROMs), and magneto-optical disks,Read-Only Memory (ROMs), Random Access Memory (RAM), ErasableProgrammable Read-Only Memory (EPROM), Electrically ErasableProgrammable Read-Only Memory (EEPROM), magnetic or optical cards, flashmemory, or a tangible, machine-readable storage used in the transmissionof information over the Internet via electrical, optical, acoustical orother forms of propagated signals (e.g., carrier waves, infraredsignals, digital signals, etc.). Accordingly, the computer-readablemedium includes any type of tangible machine-readable medium suitablefor storing or transmitting electronic instructions or information in aform readable by a machine (e.g., a computer)

Reference throughout this specification to “one embodiment” or “anembodiment” means that a particular feature, structure, orcharacteristic described in connection with the embodiment is includedin at least one embodiment of the present disclosure. Thus, theappearances of the phrases “in one embodiment” or “in an embodiment” invarious places throughout this specification are not necessarily allreferring to the same embodiment. Furthermore, the particular features,structures, or characteristics can be combined in any suitable manner inone or more embodiments.

In the foregoing specification, a detailed description has been givenwith reference to specific exemplary embodiments. It will, however, beevident that various modifications and changes can be made theretowithout departing from the broader spirit and scope of the disclosure asset forth in the appended claims. The specification and drawings are,accordingly, to be regarded in an illustrative sense rather than arestrictive sense. Furthermore, the foregoing use of embodiment andother exemplarily language does not necessarily refer to the sameembodiment or the same example, but can refer to different and distinctembodiments, as well as potentially the same embodiment.

Some portions of the detailed description are presented in terms ofalgorithms and symbolic representations of operations on data bitswithin a computer memory. These algorithmic descriptions andrepresentations are the means used by those skilled in the dataprocessing arts to most effectively convey the substance of their workto others skilled in the art. An algorithm is here and generally,conceived to be a self-consistent sequence of operations leading to adesired result. The operations are those requiring physicalmanipulations of physical quantities. Usually, though not necessarily,these quantities take the form of electrical or magnetic signals capableof being stored, transferred, combined, compared and otherwisemanipulated. It has proven convenient at times, principally for reasonsof common usage, to refer to these signals as bits, values, elements,symbols, characters, terms, numbers or the like. The blocks describedherein can be hardware, software, firmware or a combination thereof.

It should be borne in mind, however, that all of these and similar termsare to be associated with the appropriate physical quantities and aremerely convenient labels applied to these quantities. Unlessspecifically stated otherwise as apparent from the above discussion, itis appreciated that throughout the description, discussions utilizingterms such as “defining,” “receiving,” “determining,” “issuing,”“linking,” “associating,” “obtaining,” “authenticating,” “prohibiting,”“executing,” “requesting,” “communicating,” or the like, refer to theactions and processes of a computing system, or similar electroniccomputing device, that manipulates and transforms data represented asphysical (e.g., electronic) quantities within the computing system'sregisters and memories into other data similarly represented as physicalquantities within the computing system memories or registers or othersuch information storage, transmission or display devices.

The words “example” or “exemplary” are used herein to mean serving as anexample, instance or illustration. Any aspect or design described hereinas “example” or “exemplary” is not necessarily to be construed aspreferred or advantageous over other aspects or designs. Rather, use ofthe words “example” or “exemplary” is intended to present concepts in aconcrete fashion. As used in this application, the term “or” is intendedto mean an inclusive “or” rather than an exclusive “or.” That is, unlessspecified otherwise, or clear from context, “X includes A or B” isintended to mean any of the natural inclusive permutations. That is, ifX includes A; X includes B; or X includes both A and B, then “X includesA or B” is satisfied under any of the foregoing instances. In addition,the articles “a” and “an” as used in this application and the appendedclaims should generally be construed to mean “one or more” unlessspecified otherwise or clear from context to be directed to a singularform. Moreover, use of the term “an embodiment” or “one embodiment” or“an implementation” or “one implementation” throughout is not intendedto mean the same embodiment or implementation unless described as such.Also, the terms “first,” “second,” “third,” “fourth,” etc. as usedherein are meant as labels to distinguish among different elements andcan not necessarily have an ordinal meaning according to their numericaldesignation.

What is claimed is:
 1. A system comprising: a processing device; and anon-transitory computer-readable storage medium of a digitaladvertisement (ad) exchange, the non-transitory computer-readablestorage medium storing advertisement avails, cost-per-mille (CPM)pricing for the avails and data related to a target audience, whereinthe processing device is to execute instructions to: query a database ofthe non-transitory computer-readable storage medium for a top-rankedavail for the target audience, to generate a target avail during an adauction; determine that the target avail is not within a sell CPM pricefor the target audience; determine a demand for the target avail asaddressable television (ATV) impressions, the ATV impressions beingderived from directly addressable replacement ads that each target aparticular smart TV accessible over a public network, wherein the demandis determined in view of an average ATV CPM demanded by a plurality ofsmart TVs for the target avail at an identified day part and network;determine that the demand for the target avail in ATV impressions isbeyond a predetermined threshold that is sufficient to discount the CPMprice of the target avail for the target audience; determine that thetarget avail is within the sell CPM price for the target audience with adetermined discount; and discount the sell CPM price for the targetavail by the determined discount that decreases a margin for an adcampaign when filling the target avail with a broadcast ad.
 2. Thesystem of claim 1, wherein the processing device is further to executethe instructions to: determine whether a forecast of a number of the ATVimpressions multiplied by the sell CPM price is within a budget for thead campaign; and add the avail to a media plan for an advertiser whenthe forecast of the number of ATV impressions multiplied by the sell CPMprice is within the budget for the ad campaign.
 3. The system of claim2, wherein the processing device is further to execute the instructionsto, before adding the avail to the media plan: determine whether theforecast of the number of ATV impressions multiplied by the sell CPMprice yields a predetermined clearance rate; increase a buy side CPMprice to a predetermined level when not yielding the predeterminedclearance rate; and determine that the increase in buy side CPM priceyields a predetermined margin for the ad campaign.
 4. The system ofclaim 2, wherein the processing device is further to execute theinstructions to continue searching for target avails to add to the mediaplan when there is sufficient budget remaining.
 5. A system comprising:a processing device; and a computer-readable storage medium storinginstructions, advertisement avails, cost-per-mille (CPM) pricing for theavails and data related to a target audience, wherein the processingdevice is to execute the instructions to: query a database of thecomputer-readable storage medium for a top-ranked avail for the targetaudience, to generate a target avail; determine that the target avail isnot within a sell CPM price for the target audience; determine thatdemand for the target avail as addressable television (ATV) impressionsis beyond a predetermined threshold that is sufficient to discount theCPM price of the target avail for the target audience, wherein the ATVimpressions are derived from directly addressable replacement ads;determine that the target avail is within the sell CPM price for thetarget audience with a determined discount; discount the sell CPM pricefor the target avail by the determined discount that decreases a marginfor an ad campaign when filling the target avail with a broadcast ad;determine whether a forecast of a number of the ATV impressionsmultiplied by the sell CPM price is within a budget for the ad campaign;determine whether the forecast of the number of ATV impressionsmultiplied by the sell CPM price yields a predetermined clearance rate;increase a buy side CPM price to a predetermined level when not yieldingthe predetermined clearance rate; determine that the increase in buyside CPM price yields a predetermined margin for the ad campaign; andadd the avail to a media plan for an advertiser when the forecast of thenumber of ATV impressions multiplied by the sell CPM price is within thebudget for the ad campaign.
 6. A system comprising: a processing device;and a non-transitory computer-readable storage medium of a digitaladvertisement (ad) exchange, the non-transitory computer-readablestorage medium storing advertisement avails, cost-per-mille (CPM)pricing for the avails and data related to a target audience, whereinthe processing device is to execute instructions to: query a database ofthe non-transitory computer-readable storage medium for a top-rankedavail for the target audience, to generate a target avail for an adcampaign during an ad auction; determine that the target avail is withina sell CPM price for the target audience; query a database of thenon-transitory computer-readable storage medium to determine a potentialnumber of addressable television (ATV) impressions for the target avail,the ATV impressions being derived from directly addressable replacementads that each target a particular smart TV accessible over a publicnetwork; determine a demand, for the target avail, in view of an averageATV CPM demanded by a plurality of smart TVs for the target avail at anidentified day part and network; determine that the demand for thetarget avail in ATV impressions is less than a predetermined thresholdthat is sufficient to discount the CPM price of the target avail for thetarget audience; and sell the target avail at an original CPM priceresponsive to determining that the demand for the target avail as ATVimpressions is less than the predetermined threshold.
 7. The system ofclaim 6, wherein the processing device is further to execute theinstructions to: determine whether a forecast of the potential number ofthe ATV impressions multiplied by the sell CPM price is within a budgetfor the ad campaign; and add the avail to a media plan for an advertiserwhen the forecast of the potential number of ATV impressions multipliedby the sell CPM price is within the budget for the ad campaign.
 8. Thesystem of claim 7, wherein processing device is further to execute theinstructions to continue searching for target avails to add to the mediaplan when there is sufficient budget remaining.
 9. The system of claim7, wherein the processing device is further to execute the instructionsto, before adding the avail to the media plan: determine whether theforecast of the number of ATV impressions multiplied by the sell CPMprice yields a predetermined clearance rate; increase a buy side CPMprice to a predetermined level when not yielding a satisfactoryclearance rate; and determine that the increase in buy side CPM priceyields a predetermined margin for the ad campaign.
 10. A systemcomprising: a processing device; and a computer-readable storage mediumstoring instructions, advertisement avails, cost-per-mille (CPM) pricingfor the avails and data related to a target audience, wherein theprocessing device is to execute the instructions to: query a database ofthe computer-readable storage medium for a top-ranked avail for thetarget audience, to generate a target avail for an ad campaign;determine that the target avail is within a sell CPM price for thetarget audience; query a database of the computer-readable storagemedium to determine a potential number of addressable television (ATV)impressions for the target avail; determine that demand for the targetavail as ATV impressions is less than a predetermined threshold that issufficient to discount the CPM price of the target avail for the targetaudience; sell the target avail at an original CPM price responsive todetermining that the demand for the target avail as ATV impressions isless than the predetermined threshold; determine whether a forecast ofthe potential number of the ATV impressions multiplied by the sell CPMprice is within a budget for the ad campaign; determine whether theforecast of the number of ATV impressions multiplied by the sell CPMprice yields a predetermined clearance rate; increase a buy side CPMprice to a predetermined level when not yielding a satisfactoryclearance rate; determine that the increase in buy side CPM price yieldsa predetermined margin for the ad campaign; and add the avail to a mediaplan for an advertiser when the forecast of the potential number of ATVimpressions multiplied by the sell CPM price is within the budget forthe ad campaign.
 11. A system comprising: a non-transitorycomputer-readable storage medium of a digital advertisement (ad)exchange, the non-transitory computer-readable storage medium storing adspots, cost-per-mille (CPM) pricing for the ad spots and data related toa target audience for the ad spots; and an addressable television (ATV)engine operatively coupled to the non-transitory computer-readablestorage medium and to execute instructions to: receive, over a networkduring an ad auction, a request from an ad replacer client of a smart TVfor a replacement ad for an ad spot; determine whether a broadcast ad ison target for the ad spot; responsive to determining that the broadcastad is on target for the ad spot, query a database of the non-transitorycomputer-readable storage medium to determine a performance level of thebroadcast ad for an ad campaign; responsive to determining that thebroadcast ad is underperforming with relation to a target performancefor the ad campaign, increase a sell CPM price of addressable TV (ATV)impressions for the ad spot by a percentage by which the broadcast ad isunder-performing; request the replacement ad from a partnered demandside platform (DSP) computing system, wherein the replacement ad is ontarget for the ad spot; and deliver the replacement ad to the adreplacer client of the smart TV to be delivered to the ad spot on thesmart TV.
 12. The system of claim 11, wherein the ATV engine is furtherto execute the instructions to determine whether demand for thereplacement ad is at a CPM price above the sell CPM price.
 13. Thesystem of claim 12, wherein the ATV engine is further to execute theinstructions to, responsive to determining that the demand is above thesell CPM price, sell the replacement ad at a new CPM price that isincreased above the sell CPM price.
 14. The system of claim 12, whereinthe ATV engine is further to execute the instructions to, responsive todetermining that the demand is below the sell CPM price, signal thesmart TV to allow the broadcast ad to be delivered to the ad spot inlieu of the replacement ad.
 15. The system of claim 11, wherein the ATVengine is further to execute the instructions to, responsive todetermining that the broadcast ad is not on target for the ad spot,request the replacement ad from the partnered DSP computing systemwithout the increase in the sell CPM price.
 16. The system of claim 11,wherein the ATV engine is further to execute the instructions to,responsive to determining that the broadcast ad is overperforming withrelation to the target performance for the ad campaign, request thereplacement ad from the partnered DSP computing system without theincrease in the sell CPM price.
 17. A system comprising: anon-transitory computer-readable storage medium of a digitaladvertisement (ad) exchange, the non-transitory computer-readablestorage medium storing ad spots, cost-per-mille (CPM) pricing for the adspots and data related to a target audience for the ad spots; and anaddressable television (ATV) engine operatively coupled to thenon-transitory computer-readable storage medium and to executeinstructions to: receive, over a network during an ad auction, a requestfrom an ad replacer client of a smart TV for a replacement ad for an adspot; determine whether a first broadcast ad is on target for the adspot; responsive to determining that the first broadcast ad is not ontarget for the ad spot, determine whether a second broadcast ad is ontarget for the ad spot and that is underperforming for the targetaudience of an ad campaign; responsive to determining that the secondbroadcast ad is on target and is overperforming or on track for thetarget audience of the ad campaign, request a replacement ad from apartnered demand side platform (DSP) computing system with no minimumsell CPM price, wherein the replacement ad is on target for the ad spot;and deliver the replacement ad to the ad replacer client of the smart TVto be delivered to the ad spot on the smart TV.
 18. The system of claim17, wherein the ATV engine is further to execute the instructions to,responsive to determining that the second broadcast ad is on target forthe ad spot and is underperforming for the target audience, increase aminimum sell CPM price by a percentage of underperformance of the secondbroadcast ad to an updated sell CPM price.
 19. The system of claim 18,wherein the ATV engine is further to execute the instructions todetermine whether demand for the replacement ad is at a CPM price abovethe updated sell CPM price.
 20. The system of claim 19, wherein the ATVengine is further to execute the instructions to, responsive todetermining that the demand is above the updated sell CPM price, sellthe replacement ad at a new CPM price that is increased above theupdated sell CPM price.
 21. The system of claim 19, wherein the ATVengine is further to execute the instructions to, responsive todetermining that the demand is below the updated sell CPM price, signalthe smart TV to allow the second broadcast ad to be delivered to the adspot in lieu of the replacement ad.
 22. A system comprising: anon-transitory computer-readable storage medium of a digitaladvertisement (ad) exchange, the non-transitory computer-readablestorage medium storing ad spots, cost-per-mille (CPM) pricing for the adspots and data related to a target audience for the ad spots; and anaddressable television (ATV) engine operatively coupled to thenon-transitory computer-readable storage medium and to executeinstructions to: receive, over a network during an ad auction, a requestfrom an ad replacer client of a smart TV for a replacement ad for an adspot; determine whether a first broadcast ad is on target for the adspot; responsive to determining that the first broadcast ad is on targetfor the ad spot, query a database of the non-transitorycomputer-readable storage medium to determine a performance level of thefirst broadcast ad for an ad campaign; responsive to determining thatthe first broadcast ad is overperforming for the ad campaign, determinewhether a second broadcast ad is on target for the ad spot and that isunderperforming for the target audience of the ad campaign; responsiveto determining that the second broadcast ad is on target for the ad spotand is underperforming for the target audience, increase a minimum sellCPM price of the second broadcast ad by a percentage of underperformanceof the second broadcast ad to an updated sell CPM price; and deliver, tothe ad replacer client of the smart TV, the second broadcast ad to bedelivered to the ad spot on the smart TV, to generate additionalimpressions for the second broadcast ad.
 23. The system of claim 22,wherein the ATV engine is further to execute the instructions todetermine whether demand for the replacement ad is at a CPM price abovethe updated sell CPM price.
 24. The system of claim 23, wherein the ATVengine is further to execute the instructions to, responsive todetermining that the demand is above the updated sell CPM price, sellthe replacement ad at a new CPM price that is increased above theupdated sell CPM price.
 25. A system comprising: a non-transitorycomputer-readable storage medium of a digital ad exchange, thenon-transitory computer-readable storage medium storing ad spots,cost-per-mille (CPM) pricing for the ad spots and data related to atarget audience for the ad spots; and an addressable television (ATV)engine operatively coupled to the non-transitory computer-readablestorage medium and to execute instructions to: receive, over a networkduring an ad auction, a request from an ad replacer client of a smart TVfor a replacement ad for an ad spot; determine whether a broadcast addestined for the ad spot is under-performing or over-performing for anad campaign; dynamically adjust a minimum sell CPM price for thebroadcast ad by a factor of underperformance or overperformance,respectively, to generate an adjusted minimum sell CPM; and charge theadjusted minimum sell CPM when delivering the broadcast ad, over thenetwork, to the ad replacer client of the smart TV, to be delivered tothe ad spot on the smart TV.